FleishmanHillard | Agency Profile, Contacts, AOR, Client Relationships

• The hire concludes four multi-month reviews across performance, brand, PR, and analytics, which VaynerMedia now handles.
• First, is now its brand (creative and integrated media) AOR.
  • The two have worked together since 2021, so this move expands their relationship.
  • Over the past several months, VaynerrMedia has created around 100 creative social assets among at least 15 different audiences.
  • Now, the agency teams up with Bose's internal creative team and third-party production partners on creative and thematic strategies.
  • VaynerMedia will also lead a shifted approach to linear TV.
  • In late 2022, the agency also won content creation, TikTok strategy and planning, and VaynerSports activations.
• , on the other hand, won the performance review, replacing incumbent WPP, which previously managed media placement.
• Jim Mollica, Bose's CMO since February 2021, reported that the company's brand media investments currently make up around 70% of its media budget.
  • The remaining 30% goes toward performance media.
• The company will likely:
  • Launch a new campaign
  • Shift strategy
  • Pursue additional sports sponsorships (more here)
  • Continue increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • Gen-Z and millennials with a male skew

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far in 2023, Bose has allocated roughly $82.5k toward national TV commercials, an exponential decrease from the roughly $835.1k allocated within the same 2022 timeframe.
  • Last year: The company allocated $6.1m toward this channel last year after having allocated more than double this, around $14.8m, in 2021.
  • 2023 ad programming: Bose's 2023 commercials have targeted male sports enthusiasts watching shows such as Professional Fighters League, PFL Challenger Series, Professional Fighters League, PFL Cut, and the PFL 2023 Season.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $37.4m on digital ads YTD, more than 5x the approximately $5.3m spent by this point in 2022.
  • YTD data: Since the beginning of the year, Bose has earned ~3.3b digital impressions via YouTube (74%), Instagram (15%), Facebook (10%), and Twitter (1%) ads.
  • Last year: The company's estimated full-year 2022 spend, $18.1m, reached 26% less than that of $24.3m in 2021.
• Additional channel insights  
  • The company utilizes Google along with search, print, digital, local broadcast, Facebook, Instagram, TikTok, and online video (via Youtube Android, YouTube IOS, and Youtube.com) ads.
  • Bose sponsors podcasts such as The Herd with Colin Cowherd, The Bobby Bones Show, The Dan Patrick Show, The Bill Simmons Podcast, and Joel Osteen Podcast.

Additional agency insights:

• Opportunity: I suggest you be the Bose-y neighbor and reach out to see if any additional roster shifts follow this one.
• Current agency roster:
  • VaynerMedia NY: Brand (creative and integrated media) AOR (July 2023)
  • PMG: Performance media AOR (July 2023)
  • In-House: Media
  • : Media AOR
  • : PR AOR
  • : Creative AOR
  • : Creative and digital agency partner
  • : Digital agency partner
  • : Digital agency partner

Insight Sources: Broadcast insights estimated by .